PR and reputation blog written by Jonathan Welsh, an award-winning PR expert based in Manchester and working nationally and internationally. Former MP's assistant, senior director at a global PR firm, and married father of two.

It caps off a poor week for Mr Milliband who has to handle the juxtaposition of a party poll lead and poor personal approval ratings.

I have previously said that 'Red Ed' needs a cause to make his own but until he has clearly made the case for the 'alternative' he speaks so passionately about, he will struggle to reach those voters beyond the Unions and leave himself open to allegations of hypocrisy.

David Cameron started his early years as leader riding huskies and hugging trees - how Ed Milliband must wish he had the time to dip his toe in such less contentious waters.